Top 6 A/B Testing Tools For Your Use in 2023

No one-size-fits-all formula works when it comes to designing an optimal website. Each company is different and has specific sets of customers with unique requirements. A/B testing tools are proven solutions in this case. A/B testing, also known as split or bucket testing, is used to compare the performance of two versions of content to see which one works better for the audience. Using A/B testing tools, marketers can test and optimize websites and app designs and develop products as per customer requirements.

However, with multiple A/B testing tools available in the market and Google’s announcement about shutting down its commonly-used Google Optimize and Optimize 360 in September 2023, choosing the best one has become a problem for marketers. That’s why we have compiled a list of six A/B testing tools with exceptional features and expert reviews to help you select the best option for your needs. Read on to make the right decision.

Best Free A/B Testing Tools You Must Know

According to Industry Arc Analytics Research Consulting Firm, the A/B testing software market will reach $1,151 million by 2025, at a CAGR of 11.6% between 2020 and 2025. That means there will be several A/B testing tools available in the market for website optimization and finding the right one can be a daunting task for you. Here’s a compilation of the best A/B testing tools to make your life easier.

1. Clickfunnels

Clickfunnels helps marketers test multiple variations of web pages, offers, and messages to optimize their marketing campaigns. Using Clickfunnels, marketers can experiment with two or more versions of a variable and analyze which performs well.


  • Email integrations
  •  A/B split tests
  • Custom domains
  • Order pages
  • Downsale pages
  • Membership funnels


Free trial – 14 days
Basic – $127/month
Pro – $157/month

2. Unbounce

Optimizing landing pages is imperative for maximizing conversions. Unbounce is an A/B testing tool specifically used to optimize the landing pages of a website. Furthermore, it also helps you create landing pages that are compatible with desktop and mobile without writing any code.


  •  Limitless A/B testing on landing pages
  •  Visual test builder
  • Popups and sticky bars
  • Wide-ranging integration
  • Customized landing pages


Starts from $79/m (for plans including A/B testing)

3. A/B Smartly

A/B Smartly is an experimentation tool that helps different teams run multiple experiments simultaneously with complete transparency and full visibility about all interactions. It works on apps, the web, server-side and client-side. 


  • Sequential testing
  • Multi-stage triggering
  •  Real-time reports
  • Sophisticated search 


Depends on factors such as custom integrations or advanced support 

4. AB Tasty

AB Tasty is an easy-to-use and reasonably-priced conversion optimization tool that helps marketers develop and run A/B tests, split tests, funnel tests, and multivariate tests.


  • A/B testing
  • A/B/n testing
  • Advanced testing & segmentation
  • AI-powered personalization
  • Dynamic widgets
  • Extensive analytics & reports


Available on request

5. Webtrends Optimize

Webtrends Optimize is an experimentation tool that supports optimization and personalization features to enhance the users’ experience. It is a one-stop solution for testing, analysis, and personalization to optimize the website as per user requirements.


  • Client-side testing
  • Server-side testing
  • Social proofs
  •  Onsite surveys
  • Product recommendations


Available on request

7. Adobe Target

Adobe Target is an enterprise-level personalization and A/B testing tool enabled by self-learning algorithms of Artificial Intelligence (AI) to perform tests across the web, mobile, client-side, and server-side. Using Adobe Target, you can implement an omnichannel marketing approach to deliver an exceptional user experience with increased conversions.


  • Multivariate testing
  • Visual editor
  • Advanced targeting & segmentation
  • AI automation
  • Omnichannel personalisation
  • Feature


Available on request

Why Do You Need A/B Testing Tools

In today’s digital age, where companies are shifting their businesses online and customers want streamlined user experience, A/B testing is a need of the hour. With A/B testing, marketers can test multiple versions of campaigns or content on their audiences to check which performs better. Besides this, you can use these tools to perform the following tasks:

Track Data

A/B testing tools help you track data, including clicks, conversions, visits, and impressions. This data can help you to make informed business decisions, optimize your marketing campaigns, and enhance customer experiences.

Minimize the Bounce Rate

The bounce rate is the rate at which visitors leave the website after viewing only one page. Using A/B testing on the copy, blog posts, headlines, and images can help you to determine visitor preferences and modify the website accordingly. That way, you can keep visitors for longer and minimize the bounce rates.

Boosts Conversion Rates

A/B testing tools help you identify the types of content that convert website visitors into customers. Using these tools, you can understand what your audiences want and don’t want.

Upskill with Emeritus

A/B testing tools are essential for presenting the right platform to your customers in today’s digital marketing space. However, choosing the right tool is critical. The list above can help you with your selection. Furthermore, you can enroll in Emeritus’ digital marketing courses to polish your skills in A/B testing, learn new digital marketing tactics and improve your chances of success in this field.

About the Author

Rounak Sharma, a talented author with 4.5 years of experience, excels as an SEO content manager. Specializing in finance writing, she simplifies complex concepts and provides valuable insights on personal finance, investing, and budgeting. Expert in competitive analysis and keyword gap research, Rounak formulates content strategies for organic brand growth. When she is not crafting great content, Rounak can be found on the dance floor for some well-deserved partying.

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